At least, it should be.

The past several weeks have seen a number of natural disasters in the western hemisphere. We’ve also seen several companies come to the forefront to assist.

• During Hurricane Harvey, Bass Pro Shops contributed 80 boats and additional funds to assist in clean-up and rescue.
• Anheuser-Busch stopped beer production at its Georgia plant to produce 50,000 cans of water to send to Red Cross shelters in Louisiana.
• JPMorgan Chase and Humana Foundation each donated $1 million to support relief efforts for Hurricane Irma.

How did they so quickly determine their response and what they would do to help? Actions like this are typically predetermined through a company’s Corporate Social Responsibility (CSR) platform, an increasingly important program that companies large and small adopt to give back and take responsibility for the environment and social well-being.

CSR has moved up the ladder of corporate prominence in the past decade, and, as with so many things, social media is an important contributor. With the rise of social, consumer opinion and voice richly inform market research and insight into the minds and desires of current and potential customers. There are several things companies have learned through social media and market research, but we see a few insights that are important in the rising, publicizing and reporting of CSR efforts:

• People want to feel good about the products they purchase, and they want to know the companies they support aren’t just concerned with the bottom line.
• Consumers feel corporations have the resources and capital and therefore should support communities and causes in ways that will have meaningful, significant impact.
• People want to work at companies that are socially conscious, contributing to the greater good. Because, if they are concerned with social well-being, they’re likely also concerned about employee well-being.

Companies also understand CSR can have real impact on profit and performance. You’ll see in the accompanying image a double-digit positive association between CSR and purchasing, public opinion and a company’s image as a thought leader and leader in the industry. According to the Ipsos MORI Global Trends 2017 report, 68 percent of people believe the most successful brands will be those that make the most positive contribution to society beyond just providing good services and products; 67 percent agree it has become more important the brands they choose make a positive contribution to society.

The evidence is overwhelming. If you want to do well, you have to do good.

At Barcelona Creative, a natural piece we like to explore with our clients is what they’re doing for their community, and help them bring that to life in creative ways. If you’re thinking about developing a CSR program, or want to share with your community the great work you’re doing in the realm of Corporate Social Responsibility, get in touch. We’d love to help you share your story.